The THIS brand has launched a new and improved version of its ‘THIS Isn’t Beef Burgers’, as it continues to push the boundaries of meat alternatives.
THIS said the revamped burger (RRP £3.50) is its “most succulent” to date, made using a pea and fava protein blend with natural flavouring for a beefy and chargrilled taste, married together with its patented Fat 2.0. High in protein and a source of fibre, the patty has 30% less saturated fat than the average meat equivalent and contains no soy, wheat, and any other allergens.
In the last six months, THIS has seen a 30% growth year-on-year and was named by Alantra as the UK’s fastest-growing food or drinks company. In comparison, Beyond Meat grew at 8.4% over the same period. The new recipe follows the brand’s WH Smith and Boots food-to-go range launch and announcement of THIS Isn’t Lamb Kebabs and THIS Isn’t Streaky Bacon earlier this year.
The brand is supporting the launch with in-store and paid digital investment, using a tagline ‘THIS is beyond tasty’, taking a cheeky stab at its pricier competitor (which RRPs at £4.50).
Andy Shovel, Co-founder and Co-CEO of THIS, noted: “Compared to the market leader, our burgers are tastier, less expensive, lower in fat and fewer calories – THIS is BEYOND an easy decision for consumers.”
THIS Isn’t Beef Burgers are available from Waitrose, Sainsbury’s, Morrisons, Tesco and Asda. They are also available via wholesale in a food service format.
